Future Market Leader Interview - 5 minutes with...

Charlotte Green

Senior Portfolio Manager, Brand Planning at Lloyds Banking Group

Creativebrief: How has your career path led you to Lloyds Banking Group?

Charlotte Green: I’m actually a Lloyds lifer! I began working for the organisation at the age of 16 as a Saturday girl on the cashier team. Little did I know that I’d end up staying in the organisation for so long… But after deciding that university wasn’t the right path for me, I worked full time in the branch while trying to decide what I wanted to do. Our Internal Communications team visited the branch I was working in and I ended up doing some presenting for our Business TV programme and some internal training videos. It opened my eyes to the opportunities within the organisation and when a role in the Internal Comms team became available, I moved there to help manage Business TV and our executive events programme. After some internal changes, my role evolved to the planning side of Internal Comms which was great experience but it felt like the right time to make another move. So I stepped into the world of marketing in 2006 and haven’t looked back since.

Creativebrief: Why did you choose a career in marketing?

Charlotte Green: I didn’t know that marketing was going to be the career path that I’d take but I’ve always been fascinated by people and enjoyed being in creative environments. So when an opportunity to join the brand team came about, it felt like the right next step. And having been in marketing for over ten years, I now know that it’s absolutely right for me. I love the energy of the people I’m lucky enough to work with, the ever changing needs of customers and the opportunities / challenges that this creates, the innovation, the range of things you get involved in…the list goes on and on. It’s a great place to be.

Creativebrief: What do you think are the main challenges facing marketers today?

Charlotte Green: It’s a cliché but the never ending cycle of change. There is so much uncertainty, big issues and new challenges that people and businesses have to face that it can feel overwhelming. As marketers we have the challenge of cutting through the noise, helping people make informed decisions and finding new, authentic ways of connecting with people - and getting them to connect with our brands. It’s a challenge and a responsibility but it’s also one of the main reasons why I love being in marketing. There’s so much variety and there’s never a dull day.

Creativebrief: How do you keep up with constant stream of innovation in marketing comms?

Charlotte Green: I love learning and I’m very curious. So I read a lot, listen to podcasts, go to industry events and try to experience things first hand.

Creativebrief: How do you know if you're getting the best from your agencies?

Charlotte Green: When you’re working in partnership towards a shared a goal.There’s a great energy when you have this with an agency and the passion, excitement and collaboration generate some brilliantly creative results.

Creativebrief: Of your recent work, what makes you particularly proud and why?

Charlotte Green: I’m particularly proud of being involved in a fantastic initiative called Think Designable. Designable was founded last year by an amazing lady called Marianne Waite and it looks at breaking down the barriers between those with and without disabilities. I’m a firm believer that brands can affect positive social change and that the industry has more work to do when it comes to representing the diversity of our customers. Accessibility is an important commitment made within our Helping Britain Prosper Plan and a key part of Lloyds Banking Group’s inclusion and diversity commitments. So I was thrilled when I gained agreement for us to sponsor Think Designable and was proud to represent the Group by speaking at the event about the work we’ve done so far and how we’re continually striving to make our marketing more representative of society.

Creativebrief: How do you think marketers can raise the profile of marketing within their organisations?

Charlotte Green: Our job as marketers is to understand and champion our customers. We have tons of insight about our customers – who they are, what they want from us and why. This is so valuable in any organisation and shines the light on marketing (and shifts any perception of fluffiness). If you’re proactive in sharing this and collaborate with other areas of the business, it gives marketing a central place at the table.

Creativebrief: Do you see yourself as a generalist or a specialist, does it matter?

Charlotte Green: I’m definitely more of a specialist but this has been a conscious choice where I’ve focussed on building my career in brand. It plays to my strengths and I love it! But it does mean there can be a perception of being a one trick pony – so you have to be aware of that and make sure that you still have a good understanding of the other disciplines in marketing, hot topics and trends.

About the author

Ben Somerset-How, Client Director

Ben heads-up the brand focused business development team which sees him dedicate time to engaging both new and existing clients of Creativebrief. He is also the driving force behind our Market Leader Interview series and regularly guest-lectures at a variety of university marketing & management courses.